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Swanndri opens first ever concept store in Wellington

30 Mar '06

2 min read

93 years after the original bush shirt was fashioned, New Zealand's oldest clothing brand Swanndri opens its first ever concept store in Wellington.

The store opening marks a milestone in the evolution of the brand and product that has become a true kiwi legend.
“The design of the store has been inspired by everything which is associated with Swanndri's rich heritage and the modernisation of this iconic brand,” says interior designer, Katie Lockhart, who has been responsible for the design and interior fit out of the store.

The store's interior reflects the marriage of traditional and modern. Reclaimed doors and hunting trophies are juxtaposed with modern formica, simple shapes and gallery lighting. Historical Swanndri images hang alongside contemporary New Zealand photography.

The mix of old and new is explored in the cabinets where reclaimed matai is housed in high gloss formica shells.

Specified finishes feature traditional skirting sitting beside high gloss epoxy resin industrial flooring. “It is the emergence of a language that references the traditional but embraces the modern. I wanted to explore an aesthetic that uncovers historical and utilitarian elements yet surprises in contemporary detailing”, says Lockhart.

Like Swanndri clothes, the store's design is characterised by attention to detail.“The store is boutique, rather than mass. I want it to be inspirational, peaceful and comfortable,” adds Lockhart.

Theproject spanned over six months and was a collaboration between some of New Zealand's leading creatives which included internationally renowned fashion designer Karen Walker and her husband and business partner, Mikhail Gherman. Karen Walker's association with Swanndri extends beyond the design of the store.

Swanndri by Karen Walker, the much-anticipated collection from her design partnership with Swanndri New Zealand, will be unveiled for the first time at the store opening today. Swanndri New Zealand's chief executive Julian Bowden says the opening of the concept store is a significant one in the history of the brand.

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